How digital media channels can invigorate a cohesive marketing programWhen we talk about using social media for our business, we often forget to add the word marketing. This omission causes us to distance it from traditional marketing efforts, relegating social media into what is known as a “silo.” For those unfamiliar with the term, silos are independent divisions working within a single organization. Since social media is still so new and specialized, that team is often sectioned off, separate from overall marketing efforts. Occasionally, there are even separate teams for related digital channels such as the website and email marketing. This kind of isolation limits the impact social media can have on a business—and weakens the potential of the marketing department as a whole.To receive the maximum return on investment on digital channels such as Facebook and Twitter, those platf